Content needs a purpose, not just an editorial plan
A filled editorial calendar shows that content is planned.
Read Insight Insights
Further insights
In-depth analyses on digital strategy, positioning, websites, visibility, content, data, AI, and transformation.
The company website as a system of trust and sales
A corporate website does not fulfill its purpose simply by listing services completely and making contact details easy to find.
Read InsightMore channels do not solve a positioning problem
Additional platforms, formats, and campaigns increase the reach of a statement. They do not make the statement itself any clearer or more relevant.
Read InsightThe digital toolbox is growing. The decision is becoming more difficult.
The greater selection of digital tools does not automatically solve more tasks. First, it increases the demands on selection, integration, and responsibility.
Read InsightDigital presence is not a finished project
A website can be completed. The digital presence of a company only begins its permanent operation at this point.
Read InsightMore digital measures do not automatically create a digital strategy
Digital activity is visible. Strategy only becomes apparent in the decisions that lie behind the selection, order, and interplay of measures.
Read InsightWhat companies should permanently take away from accelerated digitalization
The crisis of 2020 accelerated digital work, but at the same time showed which changes were sustainable and which remained only an improvised reaction to exceptional conditions.
Read InsightWhat a robust digital roadmap must deliver
A digital roadmap is not a sorted wish list.
Read InsightFewer tools, clearer systems, better decisions
Tool consolidation is not a competition for the smallest software number. It is an architectural decision for clear tasks, data, and responsibility.
Read InsightCustomer decisions rarely follow a straight funnel
A linear funnel is a useful model for reports.
Read Insight Thematic orientation
View topics Categorize insights by topic
The eight thematic areas combine basics, in-depth studies, and recommended reading paths.